Coty Inc. has announced a major reinvention of 60-year-old CoverGirl, with a bold vision to redefine the brand, starting with a new expression of its purpose: “I Am What I Make Up.” With an aim to inspire people to embrace their unique identities and unapologetically create any version of themselves, or who they want to be, with makeup, CoverGirl will celebrate authenticity, diversity and expressiveness while eschewing unrealistic and idealized category standards.

Ukonwa Ojo, SVP CoverGirl, Coty, said, “In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation. CoverGirl has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.”

The conversation kicked off October 10, starting with a long-form film entitled “Made in the Mirror” that features six CoverGirls: chef, TV personality and author Ayesha Curry; actress, writer and YouTube sensation Issa Rae; singer and superstar performer Katy Perry; personal trainer Massy Arias; 69-year-old model and dietician Maye Musk; and professional motorcycle racer Shelina Moreda. All boundary-breakers, cultural change-agents and true makeup-lovers, these women accomplish, empower and inspire as strong representatives of the brand’s vision.

Laurent Kleitman, president, Coty Consumer Beauty, added, “The new CoverGirl positioning is an important example of Coty’s purpose to celebrate and liberate the diversity of beauty. Beauty should make people happy, and when we champion individuality and self-expression, that’s when we see its true power.

CoverGirl’s multifaceted transformation will touch all areas of the brand, including packaging and product design; in-store experience; a new logo and tagline; and look, tone and feel across all communications, starting with “Made in the Mirror” and continuing to roll-out through the remainder of 2017 and into 2018.